Getting social with intellectual property
A Swedish headphone company and students from Hyper Island have come up with a concept that claims to bring the experience of being at a gig to life online, however you are in charge – interact live with the artist and have a panoramic 360 view of the action. Viewers need a ticket to this viewing and the only way to get a ticket is through a binaural sound treasure hunt.There was some debate as to whether the actual experience will match up to the claims but I think there are two key takeouts – how can we create content viewing experiences as well as tell great stories, and secondly, how can we extend the experience and engage fans before and after the main event. Tickets to the first NuSound gig anyone??
People are moving onto social sites that are focussed around specific interests rather than a broad group of connections with friends. As a marketer this should be a far easier opportunity to engage potential consumers but few brands seem to be hot off the mark. We are social recommend fostering discovery with multiple notebooks, include non brand assets and most importantly encourage people to curate. Sony especially should be looking to engage specific communities around photography and stop motion on popular sites such as Pinterest.
A mouthwatering simple piece of engagement which uses the communities tastebuds and creative juices to create and name a new Pizza that will feature in stores for people to get a taste of.
Getting your fans to work for you doesn’t have to cost you an arm and a leg. Just a pair of trainers. Skechers identifies the power and ease of getting your biggest fans as advocates. But is free gear the right way to win your fans over? Surely earned media is precisely that – you provide value and engagement and fans will willingly spread the word.
Something we have all been thinking about since learning lunch – 3 hazards with IP and social media (US focussed but we should be clear on the UK standpoint); pictures on Twitter are still subject to copyright and we need to be clear where we are sourcing our images from,don’t just re-post content but transform it and add our own POV, parodies are danger.
How often do you give directions by saying ‘look out for the Apple store’. One app manufacturer has created a map that uses retail landmarks instead of road names. Purpose-led maps seem to make much more sense – imagine maps of bars, parks, record shops etc. If this takes off we could see it being sold to phone brands, tourism councils or even lonely planet.
A stream of new tech savvy punters will flock to traditional Walmart stores trying to find hidden gems for the new Angry Birds game. Angry Birds will receive an unbelievable reach across America’s non-digital land. A mutual benefit from two very different perspectives.
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